小型化妝品企業(yè)“可采”的品牌建設策略.pdf

1、上海交通大學碩士學位論文小型化妝品企業(yè)“可采”的品牌建設策略姓名：洪曉燕申請學位級別：碩士專業(yè)：工商管理（MBA）指導教師：李國振200306087 BRAND MARKETING STRATEGY OF SMALL- SIZED COSMETIC CORPORATE CORTRY ABSTRACT At present, market competition is essentially brand competition

2、. Brand is an intangible asset of enterprise. It can carry high profit, high add-value, high market occupation rate. Whether a country, a area or a enterprise can possess own strong brand or famous brand, is a

3、 symbol of whether economy development level is high or low, and is a concentrative representation of comprehensive strength. To build, foster and develop famous brand has been a persistent development strate

4、gy of an enterprise, government almost a country. Brands competition has been drastic in our cosmetic industry. From 1990s, our cosmetic industry has developed rapidly. The quantity of cosmetic enterprise

5、and sell made a tremendous increase. The cosmetic market potential is great along with income raise in China. Meanwhile a great number of foreign cosmetic companies are coming into Chinese market. They

6、hold strong brands and abundant marketing experience, and know well international marketing rules. Exporting their own brands and swallowing rival’s brand are their primary tactics to control Chinese market. At present,